German Design Award for the Fraunhofer-Gesellschaft’s Science Studio
mac. brand spaces, the specialist for live communication, was honoured with the German Design Award for its outstanding Science Studio project for the Fraunhofer-Gesellschaft. The modular and sustainable stand architecture, presented at Hannover Messe 2024, set new standards in the design of brand spaces.
‘With the Science Studio, we have created a symbiosis of design, functionality and sustainability that is perfectly tailored to the diverse requirements of the Fraunhofer research landscape,’ explains Alexander Ody, Director Business Development at mac. brand spaces. ‘Up to 95% of the stand elements are reusable, which saves resources and minimises the ecological footprint.’
The Science Studio is characterised by its exceptional flexibility and scalability. The modular architecture can be used on areas ranging from 15 m² to more than 1,000 m² and thus fulfils the different requirements of the 76 Fraunhofer Institutes. The individual design elements, such as the large-format illuminated pylons leaning against the supports of the room structure and interactive room dividers, create a dynamic atmosphere that allows research and innovation to be experienced and customised.
Sustainability is at the centre of the concept: in addition to reusable elements such as furniture and floor coverings, mac. brand spaces uses environmentally friendly materials such as water-based paints and recyclable vinyl flooring. Textile surfaces were processed into upcycled giveaways to avoid waste and maximise the value of the resources used.
The specially developed furniture series of the Science Studio offers maximum flexibility. Presentation areas, showcases and media stands are modular and can be adapted to different exhibits – from the smallest microchip to large-scale technologies. This functionality is combined with an aesthetic design that appeals to visitors on an emotional level and perfectly showcases the Fraunhofer brand world.
‘With the Science Studio, we have created a brand space that goes far beyond the ordinary,’ explains Stefan Trieb, CEO of mac. brand spaces. ‘This award is a great honour and shows how we can set new standards in trade fair architecture through innovative concepts and sustainable solutions.’ The Science Studio combines modularity, functionality and sustainability with a strong visual and emotional impact. It creates unique access to the world of applied research and demonstrates what forward-looking brand communication can look like.